It’s Not Just List Size,
It’s What You DO With It
HUNTER BOYLE
@hunterboyle
#ASE13
Hunter Boyle
Sr. Business Development Manager
o Digital content, marketing and
optimization since dot-com days
o Biz dev a...
THE BIG QUESTION
#ASE13
RELATIONSHIP BUILDERS
#ASE13
Does this build TRUST?
#ASE13
Does this build TRUST?
#ASE13
3 Factors to Focus On Today
#ASE13
Source: Pivot Conference / Pivotcon.com
Get the full infographic: Bit.ly/pivot-gap
Tip: “Always Be Asking”
(and Listening)...
#4. Tell me a little about yourself.
What type of business do you run?
What company do you work for?
What's the one thing ...
Tip: Use social media channels to
connect, learn and source
#ASE13
Tip: Make feedback loops and
multiple options prominent
#ASE13
Tip: Try a little tenderness,
learn from the break up
#ASE13
Tip: Test different offers for
frequency and format
#ASE13
Top 5 Newsletter Issues
Lead story content
– 3 ebook guides, 2 webinars (1 replay)
– Average response: 20.5% open rate, 3....
3 Factors to Focus On Today
#ASE13
Tip: Test a welcome series to
demonstrate WIIFM early
#ASE13
Tip: Speak with readers in a
direct, honest voice
#ASE13
Tip: Test new incentives or
VIP offers in emails
#ASE13
#ASE13
Set clear expectations
#ASE13
Set clear expectations
#ASE13
Be real, direct, personable
#ASE13
Results:
Drove nearly 50% of first
week software sales
Drove nearly 80% of sales
of membership product
List doubled...
#ASE13
Tip: “Always Be Asking”
(and Listening)
3 Factors to Focus On Today
#ASE13
Tip: Strong joint content and
social proof expand influence
#ASE13
Tip: Use blogs, social, email to
source quality guest content
#ASE13
#ASE13
Results:
List size decreased from
8,250 to 2,500 (migration)
Engagement held steady
Opens rose to 49% avg.,
clicks ...
KEY TAKEAWAYS
 LISTENING GROWS RELATIONSHIPS
 VALUE+QUALITY+WIIFM = RESULTS
 IT’S REALLY ABOUT THEM, NOT US
#ASE13
YOUR TURN
#ASE13
YOUR TURN
#ASE13
YOUR TURN
#ASE13
PARTING THOUGHT
#ASE13
THANK YOU!
Hunter Boyle
Sr. Business Development Manager
o @HunterBoyle
o About.me/HunterBoyle
o HunterB@aweber.com
o Emai...
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It’s Not Just List Size, But What You DO With It

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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Reality check: With email and social, size doesn’t guarantee success. To really drive results, you need awesome content. Learn how to get it and use it to increase your list size and sales.

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  • It’s Not Just List Size, But What You DO With It

    1. 1. It’s Not Just List Size, It’s What You DO With It HUNTER BOYLE @hunterboyle #ASE13
    2. 2. Hunter Boyle Sr. Business Development Manager o Digital content, marketing and optimization since dot-com days o Biz dev and content for AWeber o Lover of good beer, bad jokes o @hunterboyle | @AWeber #ASE13
    3. 3. THE BIG QUESTION #ASE13
    4. 4. RELATIONSHIP BUILDERS #ASE13
    5. 5. Does this build TRUST? #ASE13
    6. 6. Does this build TRUST? #ASE13
    7. 7. 3 Factors to Focus On Today #ASE13
    8. 8. Source: Pivot Conference / Pivotcon.com Get the full infographic: Bit.ly/pivot-gap Tip: “Always Be Asking” (and Listening) #ASE13
    9. 9. #4. Tell me a little about yourself. What type of business do you run? What company do you work for? What's the one thing you think I should know about you? Tip: Test a short survey in welcome emails for better content and segmenting #ASE13 Results: Thousands of real replies drive content, copy, offers Over 3x list growth in 2 yrs Results: Thousands of real replies drive content, copy, offers Over 3x list growth in 2 yrs
    10. 10. Tip: Use social media channels to connect, learn and source #ASE13
    11. 11. Tip: Make feedback loops and multiple options prominent #ASE13
    12. 12. Tip: Try a little tenderness, learn from the break up #ASE13
    13. 13. Tip: Test different offers for frequency and format #ASE13
    14. 14. Top 5 Newsletter Issues Lead story content – 3 ebook guides, 2 webinars (1 replay) – Average response: 20.5% open rate, 3.8% click rate Bottom 5 Newsletter Issues Lead story content – 4 webinars (invites), 1 video (app) – Average response: 17.8% open rate, 1.1% click rate Results: 14% more opens 72% more clicks Results: 14% more opens 72% more clicks WHAT THEY DID (AND DIDN’T) WANT #ASE13 Tip: Dig into data for deeper insights on your audience
    15. 15. 3 Factors to Focus On Today #ASE13
    16. 16. Tip: Test a welcome series to demonstrate WIIFM early #ASE13
    17. 17. Tip: Speak with readers in a direct, honest voice #ASE13
    18. 18. Tip: Test new incentives or VIP offers in emails #ASE13
    19. 19. #ASE13 Set clear expectations
    20. 20. #ASE13 Set clear expectations
    21. 21. #ASE13 Be real, direct, personable
    22. 22. #ASE13 Results: Drove nearly 50% of first week software sales Drove nearly 80% of sales of membership product List doubled to 97,000 in one year Results: Drove nearly 50% of first week software sales Drove nearly 80% of sales of membership product List doubled to 97,000 in one year
    23. 23. #ASE13 Tip: “Always Be Asking” (and Listening)
    24. 24. 3 Factors to Focus On Today #ASE13
    25. 25. Tip: Strong joint content and social proof expand influence #ASE13
    26. 26. Tip: Use blogs, social, email to source quality guest content #ASE13
    27. 27. #ASE13 Results: List size decreased from 8,250 to 2,500 (migration) Engagement held steady Opens rose to 49% avg., clicks up to 7% avg. Now over 5,000 – doubled in one year – still higher engagement Results: List size decreased from 8,250 to 2,500 (migration) Engagement held steady Opens rose to 49% avg., clicks up to 7% avg. Now over 5,000 – doubled in one year – still higher engagement Tip: Test content ideas to get readers more involved
    28. 28. KEY TAKEAWAYS  LISTENING GROWS RELATIONSHIPS  VALUE+QUALITY+WIIFM = RESULTS  IT’S REALLY ABOUT THEM, NOT US #ASE13
    29. 29. YOUR TURN #ASE13
    30. 30. YOUR TURN #ASE13
    31. 31. YOUR TURN #ASE13
    32. 32. PARTING THOUGHT #ASE13
    33. 33. THANK YOU! Hunter Boyle Sr. Business Development Manager o @HunterBoyle o About.me/HunterBoyle o HunterB@aweber.com o Email me for our free ebook: Optimize Your Email Campaign #ASE13
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